I know a lot of sales people who have supposedly mastered the sales process yet fall flat on their face trying to close their sales. This is not because they are not skilled communicators or knowledgeable in their products, it is because they try to sell so much they lose their customer in the process.

Sales, in its most basic form, is about solving a problem or fulfilling a need for the customer. If you have a product or service that makes the customers life better, easier or less stressed, then you merely have to show them how it will accomplish that. Once you are able to do that, you really don’t have to “sell” at all.

If you want to sell without selling, all you have to do is establish yourself as someone the customer has some confidence in. Then you “help” them see the need your product addresses and why it is important to relevant to them. The more you convince them of their need for your product, then the rest is easy.

For example, if you sell a product that helps someone lower their stress levels, you can show them how high stress can lead to heart attacks or high blood pressure and other health issues. This creates a “need” in the customers mind and once they realize they have a need, they will look for a solution to that need.  If you can hand them the “keys” to a great solution, you will have a great chance to close a sale. At this point you introduce your product and the rest is history.

I always think of my sales approach as providing solutions to problems. If a product does not solve a problem or address a need, it is not likely to sell. The more needs or problems it addresses the easier it will be to sell. So first I try to discover all the needs the product addresses. The more the better.

Then I “connect the dots” linking my product to each of those needs. I make the connection known to the customer so I am certain they understand it. The more problems I can demonstrate the product addresses, the stronger the connection it will establish with the customer. The stronger the connection, the more likely it will be that the customer will buy.

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To your success,

David V. Peters

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